Perpetual Traffic is a weekly podcast produced by DigitalMarketer and hosted by Keith Krance (Dominate Web Media), Ralph Burns (Tier 11), and Molly Pittman (DigitalStrategyBootCamps.com). The trio shares cutting-edge strategies on acquiring leads and sales for your business through paid traffic. Paid traffic is the act of putting your product, service, or message in front of your target audience… it’s the act of acquiring customers online while also building goodwill, and is the lifeline of any business. So, whether you’re a media buying expert or you’ve yet to create your first Facebook ad, you’ll discover actionable strategies that can be applied today. Perpetual Traffic combines the paid traffic strategies developed at DigitalMarketer with the real-life agency experience of Dominate Web Media, Tier 11, and DigitalStrategyBootCamps.com. Listen to real stories of business owners just like you and how they overcame struggles with digital marketing and online advertising. Learn how to make Facebook advertising, YouTube advertising, Twitter advertising, Google AdWords, LinkedIn advertising, (and more) work for your business.

The Perpetual Traffic team shares their 7 biggest traffic takeaways from 2016. From the slew of new products and features that Facebook launched to our favorite episode of the year, this one is packed full of great reminders (and brand new takeaways) to round your year out just right. Thank you so much for joining us on this journey and we look forward to providing more value for you in 2017.

IN THIS EPISODE YOU’LL LEARN:

How we can to terms with (and actually ended up loving) the “new” Facebook pixel in 2016.

What percentage of DigitalMarketer’s traffic is now coming from mobile (versus 2015) and what this means for your business.

Brand new updates on the Facebook messenger platform and how our strategy has evolved since Episode 72.

Chris Mattock, CEO of FlowMotion Agency, joins the experts to detail how boosting posts in Facebook has been “game-changing.” Listen to learn the strategy and the targeting they use to vet and test posts before they become Facebook campaigns, so you can gain momentum to scale your campaigns, build-up your fanbase, and generate more customers.

IN THIS EPISODE YOU’LL LEARN:

What DJing and Facebook ads have in common and how this simple analogy can help you keep your audience engaged.

How FlowMotion Agency is using Facebook boosted PPE posts to generate conversions at a fraction of the cost of the Website Conversion Objective.

The 3-Part process FlowMotion Agency uses to create a Facebook ad with a high relevance score (« and how you can apply it to your strategy).

In case study fashion, the experts examine how Facebook ads played a pivotal role in the 2016 election. Listen to learn how the tactics used in the bid for the White House are directly applicable to all brands, and how you can use Facebook ads to gain “votes” for people to read your content, opt-in to your Lead Magnet, or buy your product.

IN THIS EPISODE YOU’LL LEARN:

The Facebook advertising strategy that impacted and informed voters and ultimately led to over $250 million in fundraising.

How the 80/20 principle was used to change the course of the election and how it can be applied in your campaigns.

The capability Facebook lends to advertisers that had a profound effect on the election and how every business, no matter the industry or budget, can do the same.

The Perpetual Traffic experts are joined by Lindsay Marder, Managing Editor at DigitalMarketer, to detail how DigitalMarketer is using push notifications to diversify their traffic, engage with their audience, and ultimately generate a 15%-20% click rate on Lead Magnet push notifications that have led to a 38% conversion rate.

Push notifications are something you can implement as soon as you’re done listening to this episode. It’s that easy. And if you’re already using them, listen for some quick improvements you can implement to your push notification campaigns.

IN THIS EPISODE YOU’LL LEARN:

About the copy, images, and the calendar schedule that is driving DM’s push notification success, so you can do the same.

How you can use push notifications to immediately notify your subscribers («This is highly effective for time-sensitive items like flash sales).

How push notifications allow you to circumvent social media hang-ups like waiting for an ad to be approved or hoping that your update doesn’t get lost in a sea of notifications.

Why you should install your push notifications today, even if you’re not planning on sending out notifications straight away.

The experts will simplify things and explain the three ways they use the Facebook pixel without any “scary” code talk. Join the PT crew as they demystify the Facebook pixel and explain how you can use it to track, retarget, and optimize your campaigns.

IN THIS EPISODE YOU’LL LEARN:

The most important parts of the Facebook pixel so you can master them and put your campaigns on the path to success.

The easiest way to use the “new” pixel for tracking, and how you can set it up.

How telling Facebook what you want will give you important data for scaling your campaign AND will help Facebook show your ad to people who are most likely to opt-in.

The six ways you can retarget people on Facebook, and how you can use this to create lookalike audiences as you scale.

Listen as Molly details how DigitalMarketer used the new Facebook Ad Messenger Placement to start over 300 conversations with their fans and customers, which led to a 500% ROI in just three days! Discover how this strategy is applicable to any business advertising on Facebook.

IN THIS EPISODE YOU’LL LEARN:

How to create the same Messenger ad DigitalMarketer used, which quickly led to 500% ROI.

How you can use Messenger ads to have your leads initiate the conversation with your business.

Learn how DigitalMarketer is using this powerful tool to speed up the Customer Journey, answer people’s questions, and close deals (« so you can do the same!).

Are you having problems controlling your Facebook ads and keeping your conversion costs in check as you scale?

Take back control from the Facebook ad platform using the Michigan Method, the “multivariate testing technique on steroids.” Ralph reveals how to use this strategy (and the origins of its name), so you can get the best ad results. This episode goes above and beyond the tactics discussed in Episode 69.

IN THIS EPISODE YOU’LL LEARN:

How to test multiple Facebook ad methods at once, so you can find the perfect ad as you scale.

How you can avoid ad cannibalization and audience oversaturation when using the Michigan Method.

When to “starve your ponies and feed your stallions” so you get results fast and don’t waste money.

Listen in as the experts explain five Facebook ad features they're using to drive ROI and save time. Some are new updates (like true split testing on Facebook!), and others are underutilized tools that quickly allow you to see how your ads are performing.

IN THIS EPISODE YOU’LL LEARN:

How to make automated campaigns that don't waste money (« This is a perfect feature for the upcoming holidays and vacations).

The Facebook ad you can set and forget (« It's also "the little hinge that swings the big ROI door").

The hugely, underused tool that allows you to see, at a glance, how your ads are converting.

In the previous episode, the experts examined the Why of video ads. Now, the PT crew will explain the How of video ads by detailing: the specifics of producing your video campaigns, the three key elements to creating winning video ads, as well as new Facebook video features and how to use them to your advantage.

While this episode focuses on Facebook video ads, these strategies can be applied to other platforms, including YouTube and Instagram.

IN THIS EPISODE YOU’LL LEARN:

The video format Dominate Web Media is seeing a 30-50% increase in ROI.

The effective video ad strategy for short video ads of 30-60 seconds (<< This can get your message across without people hitting “unmute”).

The Perpetual Traffic crew has found a video ad formula that works no matter the industry or the product/service. In Episode 67, they’re going to share how you can use this strategy to craft video ads that will increase ROI, grow your brand, and scale your business to levels you never thought possible. When you use video ads right, the results are crazy good.

IN THIS EPISODE YOU’LL LEARN:

The pattern interrupt to utilize and when to use it within your video.

The “game changer” that raises awareness and increases the urge to check out your product/service (<< It’s called EDIE).

Content marketer and author, Laura Hanly, joins the experts to discuss how to create content that moves your customers through your marketing funnel.

People need interactions with you and your brand to move them through the Customer Journey. Those interactions are the content you create; your content is the ambassador to your brand. If you want to position yourself as an authority, differentiate yourself from competition, or attract a higher end level of client, investing in content is essential to achieve this.

From using the wrong messaging to not testing different images, these six major Facebook ad mistakes could cost you. Listen in as the experts break the mistakes down and advise on how you can fix them. With some adjustments to your ads, you'll see your ROI increase.

IN THIS EPISODE YOU’LL LEARN:

Where to place your Facebook ad to increase your frequency and to build your brand.

What to do when your audience is getting "burnt out" from your ads (<< this can improve relevance score, impressions, and results!).

Where you need to be broad, and where you need to be specific when targeting your potential audience.

The experts welcome special guest Donald Miller, NYT Best-Selling Author and President of StoryBrand, to discuss how to create a marketing message that filters through the noise, enters the customer's story, and connects you with your audience.

Listen in to learn this easy process and visit digitalmarketer.com/podcast to gain valuable resources you can apply to any business.

IN THIS EPISODE YOU’LL LEARN:

The problem most customers respond to (<< Aim your marketing message at this problem to see an uptake in sales).

The two things customers are looking for from brands (<< And what it has to do with Yoda from Star Wars and Haymitch from Hunger Games).

An easy exercise you can do to help generate headlines, bullet points, and copy for your advertisements and landing pages. (<< Hint: It includes a white board).

Ezra Firestone is back with the Perpetual Traffic experts, and he's sharing the Facebook video funnel that sold over 84,000 units in three months (Find his funnel in the show notes resources at digitalmarketer.com/podcast!).

Ezra details numbers, video views, retargeting, and much more. Listen to discover how you can imitate his funnel that generated three million video views at 23¢ a view!

IN THIS EPISODE YOU’LL LEARN:

The concept that has helped Ezra's business make eight figures.

The extra steps Ezra adds to his retargeting strategy, which allows him to successfully scale a campaign.

The three advertising assets Ezra would employ on a budget of $50/day (<< This is an easy funnel for marketers just starting on Facebook to replicate).

A "sneaky" retargeting trick to give your product the best chance at converting.

Join the experts as they explain recent Facebook updates, how they're using them, what you need to be aware of, and how you can capitalize on the updates.

Learn which updates can save you money, which can trip you up, and which can increase video completion rates.

IN THIS EPISODE YOU’LL LEARN:

What Molly found from running tests on the newer conversion window option (<< This can save you money).

How Facebook Post Reactions could trip you up.

The video aspect ratio Dominate Web Media is using for mobile that's reduced cost per conversions by 30% (<< They're also seeing more impressions and longer video views with this, allowing them to scale more).

Which video ratio is generating higher video completion rates, and how to implement it (<< See the full breakdown of the video aspect ratios in the resources of the show notes).

Just starting out with Facebook Ads Manager? Operating on a tight budget? You don't want to miss this episode.

Molly, Ralph, and Keith each take you through their start-from-scratch approach using only $100 in Facebook ad spend in three different core industries: local or service based businesses, physical product (ecommerce) businesses, or digital/informational product businesses.

IN THIS EPISODE YOU’LL LEARN:

Local:

The two types of ads (and the time frame) to run for local businesses.

How to show off the biggest asset of your business (<< This helps to showcase your company's personality and entice people to visit your location).

Physical Product:

The best strategy to get conversions on Facebook (<< And it's also the fastest way to turn a losing campaign into a winning campaign).

The 3-Step formula to get people to buy your product.

Digital Products:

The two main funnels to start with.

The two types of campaigns, the two kinds of ad copy, and how to break down your audiences into different ad sets.

Whether you're a paid traffic rookie or grizzled veteran -- this episode of Perpetual Traffic will focus (or refocus) your energy on the five foundational elements of successful ad campaigns. Molly opens the episode with an analogy that makes remembering these fundamentals a snap.

This episode is based on a training available to all DigitalMarketer Lab members. The slides are available by visiting the Episode 60 show notes at digitalmarketer.com/podcast.

IN THIS EPISODE YOU’LL LEARN:

How to apply the most critical aspect of every paid traffic campaign, the "Hook" or offer. (Get this wrong and the rest of the campaign doesn't matter).

How to increase the conversion rate on your ads using specificity. (Specific copy can be the difference between a winning and losing ad campaign).

How to keep your traffic from clicking the dreaded back button by maintaining "scent" from ad to landing page.

Plus, the Perpetual Traffic team gives examples of traffic campaigns that get these foundational elements right.

Fine tune your ad writing skills as the Perpetual Traffic crew reviews ad copy from businesses making education, SaaS and eCommerce offers on the Facebook ad platform. Keith, Molly, and Ralph reveal what works and what doesn't with the hooks, headlines, and calls to action of these ads.

To see the images of each ad visit digitalmarketer/podcast and access the Episode 59 show notes.

IN THIS EPISODE YOU’LL LEARN:

How Concordia University uses a great "hook" and "copy specificity" to sell women on going back to school.

A classic ad copy formula (used by SaaS company, SamCart) you can apply to virtually any market.

The experts are joined by special guest, Franziska Iseli, co-founder of Basic Bananas, to detail how Basic Bananas uses Facebook ads to fill their events, which has ultimately helped to grow their business. Franziska will share the system she and her team have utilized to sell out events in every major city in Australia, and then internationally in major cities in the United States and Canada.

IN THIS EPISODE YOU’LL LEARN:

Basic Bananas' long term strategy to selling out local events (<< and what they do if people aren't responding).

The two types of ads Basic Bananas uses to spark interest in their events.

Their approach to knowing how much to spend to gain event attendees.

The question Basic Bananas asks at events to get their attendees to relax and enjoy the presentation.

Join the experts to learn the tactics and results of how DigtitalMarketer launched its latest product using Facebook ads. You can use this strategy for both physical or informational products, no matter your budget or the size of your email list.

In this case study episode, we’ll detail how many ads DigitalMarketer ran, how much they spent, what their follow-up ads were like, how they got people to consume each Lead Magnet, and more!

IN THIS EPISODE YOU’LL LEARN:

Why splitting your acquisition budget evenly between your Lead Magnets is a mistake.

The copy and the call-to-actions we used to generate 10,000 leads in nine days (<< So you can gain inspiration for your copy).

How we used Facebook Live to overcome the questions and the doubts people had about the product.

Chris Stoikos, co-founder of Dollar Beard Club, joins the experts to discuss his approach to making viral videos and creating a “tribe” of loyal customers.

In thirteen months, his strategy saw the launch of his business, generating 100 million video views and over $11.5 million without any venture capitalists. Learn his video making process that will work for any business, even if your industry is “boring” (<< and you don’t need a big budget to do it).

IN THIS EPISODE YOU’LL LEARN:

The value of creating “edutainment” videos (<< And how it will help you stand out).

What your favorite TV show has in common with your brand and video ads.

It’s Perpetual Traffic’s birthday; we’re one-year-old! Thanks to everyone who helped get us here! In celebration, we’ve included a blooper reel at the end of the episode for you to enjoy.

Today, we’re detailing five of the most recent Facebook Ad Platform updates, and how we’re using them in our respective businesses. These new features can save you time, increase ROI, and help you find new audiences.

IN THIS EPISODE YOU’LL LEARN:

·How to duplicate an ad set without creating a brand new post ID. Use this feature to keep social proof intact, maintain a high Relevance Score, and increase your conversions.

·The Lookalike Audience strategy the experts have tested and found to have a big impact on creating warm and hot audiences.

·The fastest way to build high quality leads based on people who have engaged with your ad.

·The huge time saver that allows you to market and scale across countries.

·The new mobile ad feature which allows a lead to opt-in right from the news feed, leading to increased ROI and decreased cost per conversion.

What do you do when you’re generating leads and customers with Facebook campaigns, but the volume isn’t where you’d like it to be? You may be experiencing high traffic campaign cost, and/or low conversion volume.This is a problem everyone has, whether they’re just starting to advertise on Facebook or are spending thousands of dollars a day.

There are four ways to fix the high conversion cost, low conversion volume problem. This is the process the experts use when they run into this problem, and how they fix it.

IN THIS EPISODE YOU’LL LEARN:

What to check for if you’re getting the dreaded goose egg on a Facebook ad campaign (<< and the free, critical tool we use verify our Facebook Pixel).

The approach to optimize a campaign with a CTR low, and a high CPC.

What to do when everything looks good on the traffic end, but you’re still not getting any conversions.

The experts are joined by Ryan Levesque, author of the national bestseller Ask. Ryan will outline how you can get ahead of the curve using the Ask Method,which eliminates the guess-work. This strategy is designed to figure out what your customers want to buy before they know what they want to buy themselves.

No matter what market you’re in, there’s a universal truth that everyone wants to be spoken to as an individual. There’s no one size fits all. In this episode, we’ll focus on finding the specific pain points, so you can talk to your market as individuals.

IN THIS EPISODE YOU’LL LEARN:

The four groups of people using the Ask Method (<< You might be one of them!).

The formula Ryan uses to predict, with reasonable accuracy, the cost to generate a cold email opt-in (<< Before you’ve built the Lead Magnet or the Core Offer).